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Publication Date:
April 2009
ISSN:
1613-3692
DOI:
10.1515/semi.2009.039

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Semiotica

Journal of the International Association for Semiotic Studies / Revue de l'Association Internationale de Sémiotique

Editor-in-Chief: Danesi, Marcel

5 Issues per year

ERIH category 2011: INT2

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Seven short comments on pragmatic semeiotic and branding

Torkild Thellefsen1 / Bent Sørensen2

1〈torkild@stofanet.dk〉

2〈coeno@mail-online.dk〉

Citation Information: Semiotica. Volume 2009, Issue 174, Pages 377–386, ISSN (Online) 1613-3692, ISSN (Print) 0037-1998, DOI: 10.1515/semi.2009.039, April 2009

Publication History:
Published Online:
2009-04-02

Abstract

The seven short comments presented here investigate branding from a pragmatic semeiotic point of view. Comment 1 touches upon the brand in an extreme scholastic realistic point of view. Comment 2 focuses on how the brand becomes represented through its replica. Comment 3 investigates if a threshold of attraction exists, a level beyond which someone becomes attracted to a given brand. Comment 4 touches upon the relation between the object and its representation. Comment 5 investigates the concept “quality branding,” which is the process whereby something becomes endowed with certain qualities. Comment 6 defines the concept quasi-empathy as the basis for self-identification and attraction to a given brand. Comment 7 defines the fundamental sign as the sense of community.

Keywords:: pragmatic semeiotic; brands; branding; sense of community

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  • Dear community, There was a comment posted containing an external link that advertises the products or services of another enterprise which is why we unfortunately had to delete it according to our houserules (http://www.degruyter.com/dg/page/177/hausregeln). We cordially invite you to take up the discussion again anytime! Please understand that comments will have to include content that comply with our house rules. Thank you!

    posted by: De Gruyter Online on 2012-08-28 04:55 PM (Europe/Berlin)